Ikea Turns Sleeping Into an Elite Contest

Promises a "Wonderful Everynight" For Those Who Improve Their Performance

By

Emma Hall

Published On

Jan 10, 2017

Editor's Pick

Like elite athletes before a major sporting event, the stars of Ikea's latest commercial go through well-rehearsed rituals in preparation for the competition ahead.

The difference is that Ikea's heroes are getting ready to "Win at Sleeping." We see them washing, smearing on night cream, or applying anti-snoring nose strips, while their opponents -- an excitable dog, overactive twin boys -- gear up to make sleep difficult for them.

A rousing voiceover declares, "The moment has come. There can be no hesitation. You gotta go do what you prepare to do. There will be those that try and stop you. Let 'em try. This is your hour. Now take it."

As the speech reaches a crescendo, they leap into bed and Ikea's "Wonderful Everyday" line becomes "Wonderful Everynight," as the closing frame shows everyone sleeping soundly.

Mother London's spot was directed by Jones+Tino through Stink. The wider campaign covers TV, press, cinema, digital and outdoor, focusing on the small changes to an evening routine that can encourage a good night's sleep, as well as promoting Ikea's bedroom ranges.

Lauren Tiersen, Ikea U.K. and Ireland marketing manager, said in a statement, "Twenty-first century living brings with it increasingly busy lives and a multitude of digital distractions often leave us feeling tired, run down and unproductive All of us need to 'raise our game' and ensure we properly rest so we can start each new day feeling fresh."